What are the skills an advertising account executive should master?
We are the bond not just between the company and the client, but between the different beon. divisions. And this means meticulous organization. I believe this is a profession in which the capacity to dialogue and listen, as well as to synthesize and analyze, are key to our work.
Daily work has specialized you in Third Sector bands, chance of fate?
For a long time, and at a personal level, I have joined as volunteer projects related to social action, cooperation, non-profit, etc. In fact, I did my university internship at UNICEF, I did not even hesitate when I saw see the list of companies I could choose from.
After that experience, I did not have the opportunity to work in this sector, but I continued to feel committed to it and wanted to specialize in it.
Currently, I am finishing my Master in Communication for Development with the aim of specializing in the sector I love, and continue working at beon. Communication with third sector brands.
Do you find any difference when it comes to event management in this type of brands?
When it comes to brand management, sometimes, some procedures may be different when dealing with projects financed by the European Social Fund. However, one of the characteristics shared among clients in this sector is the difficulty, on the one hand, of addressing a profile of people who are at risk of social exclusion and, on the other hand, of dealing with sensitive issues for society. This means an extra care and effort on the part of the team to understand all the social complexities that lie behind these projects. This often results in that you have to go even further with the style of graphics to show diversity, create inclusive texts, etc.
And how is it dealing with this specific type of client?
I have been quite lucky so far, and the relationship with them is very close. I am particularly careful about getting the essence of every project and then transmit it to my team so we can communicate it in the best possible way, always aligned and adjusted to their brand as NGO. Another important point is that since they depend in most cases on European funds, they are quite focused on getting results that justify that funding.
Which event typology does a social brand asks for from a specialized group like beon.?
A bit of everything, but basically we are asked to create campaigns that raise awareness on issues of different kinds through graphics, leaflets, radio slots, spots, specific actions, social media content, social ads…
How well has the Group adapted to the digital era?
So far, I would say that they have adapted very well. This company is excited and eager to innovate by using the resources and platforms that the digital world offers. In spite of this, they are often limited at the budget level or political correctness. Some of the entities we work for are very closely observed and there is little room for error.
Could you mention any campaign that has had a special relevance for you?
We have been working for Acción contra el Hambre with different campaigns at a national levels, with projects that seek to support people at risk of social exclusion, improve their skills when looking for a job, or to develop their business idea. It is incredible the amount of efforts that initiatives like this are developing in the community.
Now, we are also immersed in a new Red Cross campaign that aims to foster co-corporate responsibility and social awareness about professional and personal reconciliation. This is an increasing need that many companies are starting to feel committed with, and therefore they are taking steps in that direction.
